Market Outlook
Zwiesel Kristallglas AG, formerly known as Schott Zwiesel AG, is responding to the stagnation within the German market in particular for drinking glasses and gifts made of glass by focussing on its brand, on the specialist retail trade and on strong partnerships within the gastronomic trade.
For over 130 years, Zwiesel Kristallglas AG has combined handcrafted perfection and advanced technologies in its glassmaking. With over 500 employees at its site in Zwiesel the company is one of the largest employers in the Bavarian Forest. Executive Board members Dr. Robert Hartel and Dr. Andreas Buske nurture the culture of a modern medium-sized business and are committed to Germany as a production location.
Schott Zwiesel: the “glass for professionals”
The company successfully detached itself from the difficult conditions within its sector in 2002 and is continuing the fight by pursuing a clear strategy: The company relies on a consistent brand policy and strong partnerships with the specialist retail trade and the gastronomic sector.
With its Wine & More and Bar ranges Schott Zwiesel has acquired a reputation within the high-quality market segment as the “glass for professionals”. Today, the brand has established itself as a world leader in the quality hotel trade and as a strong partner for the specialist retail trade. The brand’s expertise is now being expanded with the introduction of two extensive lines embracing the new field of Preparation and Serving. Ultimately, Schott Zwiesel aims to become a fully integrated supplier.
Zwiesel 1872: a new hand-crafted brand within the quality segment
The company introduced a second, purely hand-crafted brand in 2005 in order to take account of market trends and develop the company's strategy: Zwiesel 1872 relies on unique, handcrafted quality, aesthetics and expertise. Europe’s renowned glass designer Prof. Michael Boehm is responsible for the brand’s design.
Zwiesel 1872 has quickly made a name for itself and is already sold by over 100 specialist retailers. Zwiesel 1872 has also enjoyed a promising start in other countries, especially the growth market of South-East Asia. Representative flagship stores opened in Singapore and Tokyo in 2005 have played a major role in developing the brand.
In 2006 the brand is being further developed in line with its established language of form. Zwiesel 1872 is setting standards and introducing two new lines within its Fine Dining range to offer unparalleled variety in the field of mouth-blown crystal glasses.
Launch of “Jenaer Glas” as a third brand pillar
Zwiesel Kristallglas AG will further strengthen its position as a supplier of quality branded products in 2006. The company has acquired the rights to the renowned “Jenaer Glas” brand and will launch a new range for the specialist trade in the autumn. "The quality environment and our consulting expertise set us apart from the competition,” explains Dr. Buske.
Successful marriage of tradition and technology
Zwiesel Kristallglas AG's clear postiioning as a manufacturer of quality branded products and the strategic structuring of its sales channels is designed to secure the company's long-term position on the global market: “Our vision is to offer our commercial and private customers an independent, stylish and contemporary product environment, so helping achieve a leading international position. Focussing on authentic glassmaking art and advanced production methods, we will set standards in both the quality and volume segments."